Just 31% of GCC marcomms professionals say their organisations or divisions have equal or near-equal male-female representation in leadership, defined as 40-60% in favour of any gender. The vast majority (54%) have indicated low representation, with almost a third citing very low representation in which women account for fewer than 25% of the leadership team. Only 30% said a woman held the most senior role in their marcomms organisation or division, with a title of CEO, CMO, MD, founder.

The data, from a Think Equal survey to both men and women in the region’s marcomms industry, shows a clear opportunity to strengthen diversity at the top. Links between diverse leadership teams and improved performance and profitability have been well-established through several studies in recent years.

On the upside, 70% of respondents say they are optimistic about future progress in gender equality in leadership roles within the GCC marcomms sector. The majority (53%) say that based on their experiences, encounters and conversations, they believed that progress has been made over the past two years. Almost a third (30%) say the right building blocks are in place, however 17% feel no meaningful progress has been achieved, signalling the need for more consistent, sector-wide efforts to create impactful and sustained change.

Results from the survey were shared at a mixed-gender event by The Marketing Society and Weber Shandwick, an Official Partner of Think Equal, the initiative which aims to accelerate gender equality in leadership across the marcomms industry in the GCC. ‘The Art & Science of Ethical Persuasion’ was held at MCN Hive in Dubai, with data presented by Alasdair Hall-Jones, Global Director of The Marketing Society and Katie Plant, Director at Weber Shandwick MENAT. The event also featured a science-based workshop by Leopold Ajami, a certified trainer on ethical persuasion.

The power to ethically persuade and influence in work and life is an invaluable skill, and it can also help create better results for women in leadership. As part of an engaging discussion segment, attendees considered how principles of ethical persuasion could address some of the obstacles slowing down gender equality in leadership. The survey found top barriers to be cultural norms and biases when hiring and promoting, while the top three key areas for improvement were recommended as addressing unconscious bias, championing more female role models in leadership, and increasing flexible working arrangements.

Specific ideas and discussion points from the event will also be considered for next stage development by the Think Equal Working Committee, a group of industry professionals from both brands and agencies. For more information, please visit here. 

I’ve always been fascinated by the power of brands to shape culture and consumer behavior. Growing up, I was captivated by how certain ads evoked strong emotions and created lasting impressions. That’s when I realized I wanted to be part of the process of crafting compelling content and stories that connect with people on a deeper level.

Can you tell us exactly what it is that you do in your current role?

As the Regional Media Director at EssenceMediacom, I oversee the media strategy across several key accounts, including Adidas. My role involves planning, executing, and managing campaigns to ensure they align with the brand’s goals and resonate with the target audience. It’s incredibly rewarding to work with such a visionary client and a talented team that continuously pushes the boundaries of creativity and innovation.

Do you perceive advertising/marketing to be an art or a science, and why?

I believe that successful advertising is a perfect blend of art and science. The art comes from creativity, storytelling, and the ability to connect emotionally with the audience. The science lies in understanding consumer behavior, leveraging data insights, and using technology to optimize campaigns. Both elements are essential, and when combined, they create powerful and effective advertising.

Do you believe that women in advertising/marketing bring something exclusive to the table as compared to men? Does gender in your opinion even play a role in driving innovation in this field of work?

Women undoubtedly bring unique perspectives, often characterized by strong emotional intelligence and empathy. These traits enable deeper connections with consumers and the creation of campaigns that resonate on a personal level. However, I believe that every individual, regardless of gender, contributes a unique perspective. It is diversity in thought and experience that drives innovation in our industry.

How do you suggest professionals in this field balance creativity with effectiveness?

Balancing creativity with effectiveness requires a strategic approach where data and insights guide the creative process. It’s crucial to align creative concepts with clear objectives and ensure they resonate with the target audience. Collaboration, testing, and a deep understanding of the brand are key to achieving this balance and driving results.

Have you ever felt like you’ve been discriminated against for being a woman in your field of work?

I’ve been fortunate to work in environments that value inclusivity and equal opportunity. At EssenceMediacom, I’ve always felt supported and encouraged to advance, regardless of my gender. It’s essential to be in a workplace that fosters talent and creates a safe and inclusive environment for everyone.

Where do you think the region stands in empowering more women to embrace advertising/marketing and communications as a career?

The GCC region has made remarkable progress in empowering women, particularly in professional fields like advertising and marketing. Government initiatives, educational advancements, and corporate commitments have all contributed to this positive shift. While challenges remain, the outlook is promising, and I’m proud to be part of the ongoing journey toward greater gender equity.

Can you share a campaign or project you are particularly proud of and why it stands out to you?

Two campaigns come to mind that I’m particularly proud of. The first is the Adidas Qatar World Cup 2022 campaign, where we executed several media firsts, including a unique OOH activation on the Dubai Eye and media-first TikTok activations. The excitement surrounding the tournament made this campaign truly special. The second is the launch campaign for Sony PlayStation PS5 during COVID-19. Despite the challenges of remote work, we generated city-wide buzz through innovative strategies, including branding major landmarks, and integrating social media. Both campaigns were challenging but immensely rewarding.

How do you maintain a work-life balance, especially in such a demanding industry?

Maintaining work-life balance in our industry is challenging but essential for long-term success and personal well-being. I prioritize time management, setting clear boundaries, and making time for relaxation and hobbies. Digital detoxes are particularly beneficial. It’s also important to seek support from colleagues when needed—we’re all in this together.

Can you discuss a time when you had to make a difficult decision in your career and what the outcome was?

One of the most challenging decisions I made was transitioning from a creative agency into the media sector. At that time, digital media was relatively new and less defined compared to the creative field. It was a leap of faith, but I’ve never looked back. The rapid evolution of digital media and its integration with other channels has been both exciting and fulfilling.

How do you handle creative blocks or moments of doubt in your work?

Collaborating with my team is the most effective way to overcome creative blocks. Sharing ideas and brainstorming together often leads to stronger, more innovative solutions than working in isolation. I also believe in experimenting without fear of failure—taking breaks and setting small goals can also help keep the creative process flowing.

Do you think that mentoring or supporting other women in this industry is crucial? Is it gender-exclusive or not?

Mentoring and supporting other women is crucial, especially for those just starting their careers. However, I believe mentorship should not be restricted by gender. Many male allies in our industry play vital roles in empowering women, and cross-gender mentorships offer valuable learning opportunities. We all have something to gain from each other’s experiences.

These workshops are structured to address the most pressing challenges faced by small business owners in today’s competitive landscape. Supported by Publicis Academy, an internal wing within Publicis Groupe dedicated to fostering upskilling and knowledge-sharing, the workshops draw on insights gathered during the preliminary stages to ensure relevance and impact. Guided by a survey conducted to identify key pain points, the sessions will focus on essential topics such as public relations, brand communication, digital marketing, social media strategies, and growth-driven innovation.

The first workshop, titled “The Power of Founder-Led Brands” took place on 14th November and was led by Andira Raslan, Business Director, and Sophia Boudjemaa, Business Director, Strategy & Insights, from MSL Group Middle East. The session emphasised the importance of personal branding for female-founded businesses, exploring how founders can leverage their unique stories to build stronger brand identities. Participants also learned strategies for cultivating trust, engaging with loyal customer bases, and achieving lasting impact by embedding authenticity and personality into their brands. The workshop also provided actionable insights on balancing professional storytelling with personal values to enhance brand presence and foster long-term growth.

Regional Transformation: Rising Female Workforce Participation in the GCC
The trends in women’s labor force participation across the GCC highlight a positive trajectory, with countries like Qatar, the United Arab Emirates (UAE), and Saudi Arabia achieving significant progress. Qatar leads the region with a female labor participation rate of 60% in 2021—a remarkable 33% increase since 2001. This growth is attributed to a robust policy framework that prioritizes women’s integration into the workforce and leadership roles.

The UAE follows closely, with female labor participation reaching 53% in 2021, up by 51% from 2001, driven by initiatives aimed at boosting women’s representation in corporate boards and leadership positions. Meanwhile, Saudi Arabia has witnessed the most dramatic increase, with female participation soaring to 37% in 2023, surpassing its Vision 2030 target and reflecting a staggering 141% rise since 2001. This surge is a direct outcome of comprehensive gender inclusion reforms introduced under the Vision 2030 framework, aimed at creating a balanced and inclusive economy.

Strengths and Challenges: Sustaining Momentum in Women’s Participation
While the progress in women’s labor participation is commendable, ensuring long-term sustainability requires addressing both the strengths and persistent challenges in the region.

In 2023, the World Economic Forum’s Gender Gap Report ranked Saudi Arabia, the UAE, and Qatar among the top 15 countries globally for wage parity for similar roles and educational attainment. These accolades underscore the GCC’s commitment to closing the gender gap and providing equal opportunities for women. However, retaining women in the workforce and fostering their growth into leadership roles remain areas that need improvement. Barriers such as workplace bias, limited mentorship, inadequate maternity leave, and insufficient flexible job models continue to pose challenges. Addressing these issues is essential for organizations looking to fully leverage the potential of their female workforce.

Government and NGO Initiatives: Empowering Women in the GCC
Governments across the GCC have implemented numerous initiatives to promote female employment, empowering women to assume larger roles in their respective economies. Saudi Arabia, under its Vision 2030 strategy, has launched Vision Realization Programs such as the Human Capability Development Program and the Quality of Life Program, both of which emphasize women’s empowerment as a critical enabler of success. Similarly, Qatar’s Vision 2030 framework focuses on creating more opportunities and vocational support for Qatari women, encouraging them to take on leadership roles in both the public and private sectors.

In the UAE, the Gender Balance Council, established in 2015, has played a pivotal role in advancing gender equity through its strategic initiatives, including mandating a minimum of 20% female representation on the boards of publicly listed companies and enhancing maternity leave policies. In addition to government efforts, several nongovernmental organizations, such as the Pearl Initiative and Aurora50, have been instrumental in supporting female leadership development and fostering inclusive corporate cultures across the region.

Women’s Role in the Tourism and Hospitality Sectors
Women’s participation in the GCC’s tourism sector has grown significantly, particularly in Saudi Arabia, where strategic efforts under Vision 2030 have expanded opportunities for women. Tourism, a global industry where women often constitute the majority of the workforce, has seen a notable increase in female representation in the Kingdom. Out of the 925,000 individuals employed in Saudi Arabia’s tourism sector, 45% are women, according to Vice Minister HH Princess Haifa Al Saud.

Prominent female leaders such as HH Princess Haifa bint Muhammad Al Saud, Vice Minister of Tourism, and Basmah Al Mayman, Regional Director of the UN World Tourism Organization (UNWTO), have played key roles in shaping the sector. Moreover, women are making a tangible impact across various roles, including architects designing major airports, passport control officers, cab drivers, hospitality leaders, and tourist guides. Inspirational figures like Sarah Gasim, Senior Vice President – Head of KSA Hotels & Hospitality at JLL, have significantly contributed to the sector’s growth through their leadership and expertise. Additionally, numerous women are transforming the culinary arts scene in Saudi Arabia, such as Nour Al-Zaben and Rakan Al-Oraifi, demonstrating the breadth of female talent across the tourism and hospitality landscape.

Driving Vision 2030: Women’s Contributions to Saudi Tourism and Hospitality
Women’s growing participation in tourism and hospitality has been instrumental in advancing Saudi Vision 2030, impacting the sector on multiple fronts. From a talent perspective, women have played a pivotal role in transforming the industry through their skills, leadership, and contributions across all stages of the tourism and hospitality lifecycle. They are key drivers of consumer understanding, as they globally influence an estimated 80% of consumer-related decisions, making their representation crucial for aligning business strategies with consumer preferences.

The increased involvement of women in the sector has also contributed to broader gender equity goals, positioning the Kingdom as a leader in female workforce participation within the GCC, in line with its Vision 2030 aspirations.

Towards a More Inclusive and Dynamic Economy
The growth of women’s participation in the labor market across the GCC is a testament to the region’s commitment to gender equity and economic diversification. Continued focus and strategic investments are essential to harness the full potential of the female workforce and foster a more inclusive and dynamic economy. However, sustained efforts are needed to address existing challenges and create environments that genuinely support women’s professional growth and leadership aspirations.

By overcoming these barriers, the GCC region can further solidify its position as a model for gender inclusion and economic development, paving the way for a prosperous future that benefits all members of society.

Creativity is a mindset—a way of approaching life in general, and a means of tackling and solving problems.

How did you find your calling in the depths of creativity?

I’ve been fortunate to grow up in a household full of tools of all sorts. My mother is a floral artisan who works with couture fashion designers, and my father is an electronics engineer. Both are tinkerers and makers by nature, providing an infinite supply of tools and materials for my wandering imagination.
I made dolls out of wool yarn, sandals out of cardboard and fabric strips, canvas backpacks, and pencil cases. Eventually, I started working with leather, making hand-stitched leather bags, hand-bound books, and designing my own furniture.
Studying graphic design felt like a natural continuation of the world I grew up in. Four years ago, I discovered wheel pottery, which has allowed me to explore another aspect of three-dimensional design and expand my ever-growing toolkit.

Can you tell us exactly what it is you do in your current role?

At Landor, as the Executive Creative Director for the MENA region, I lead a talented team of 2D designers. We collaborate with professionals from various disciplines across the company to create brands that tell engaging stories and solve complex problems through design, delivering a differentiating business impact that drives preference.

Research shows how gender could play a part in shaping personality-influenced creativity. Do you think women contribute differently to the creative industry than men? If so, how?

I cannot speak from a research-informed perspective. Personally, I’ve always refused to qualify any individual’s creative output based on gender or gender-related attributes. A good creative, regardless of gender, needs curiosity, open-mindedness, humility, empathy, and a good sense of humor. Beyond that, every individual brings their life experiences and stories into their approach to designing and creating.

What do you think are the key qualities or skills that have contributed to your success in the creative industry?

A tabula rasa [the mind in its hypothetical primary blank or empty state before receiving outside impressions] approach to designing. Starting with a clean slate, always approaching with humility, openness, and curiosity to find solutions tailored to the problem at hand. Combine that with an innate stubbornness and tenacity!

In what ways do you think the creative landscape in the MENA region is unique, and how do you incorporate regional influences into your work?

We have a rich cultural and visual heritage in this region, but for the longest time, it has played a secondary role in contemporary design communication. The mainstream perception has been that the ‘western’ approach to design is the only ‘modern’ way, while Middle Eastern/Islamic art aesthetics are seen as too traditional or ‘uncool.’
Many design professionals here have had a Western-led education. It’s time to create work inspired by the region’s culture and visual arts that moves beyond the ‘heritage’ and ‘traditional’ narrative. We can celebrate our heritage and roots in fresh, contemporary ways.

What are some of the biggest challenges you have faced as a woman in the creative industry, and how have you overcome them?

The challenges aren’t limited to the creative industries. Growing up, there was an expectation for women to be more diplomatic, less direct, and less forward. I feel it’s time to treat people as individuals whose contributions are influenced by their talent, capabilities, and personal journeys—not by gender.
I’m happy to work at Landor, a place that has always encouraged difference and fostered an environment where everyone feels empowered to have their own voice.

What role do you think culture plays in your creative process and the stories you tell through your work?

My sense of cultural identity has always been an ongoing subject of exploration and internal debate.
I was born in Canada to Lebanese parents. I spoke Lebanese Arabic, French, and English from a young age. When my parents moved back to Lebanon, I was five, and I refused to speak Arabic, rejecting this new world I felt had been imposed on me. I went through school hating Arabic and everything related to it, despite speaking the language fluently.
It wasn’t until university, thanks to an inspiring teacher and mentor, poet and artist Samir Sayegh, that I discovered the fascinating world of Islamic art, sacred geometry, and Arabic calligraphy. I fell in love with Arabic letters, early manuscripts, and their almost Japanese minimalist aesthetic.
Over the years, working with people from different cultures and nationalities around the globe has helped me forge my own sense of cultural identity. I’ve learned to articulate this in my work, designing from a perspective informed by my own history and culture.

Do you think amateur women entering this field of work need mentorship, or is this industry best embraced by self-taught professionals?

It’s more about training and empowering women to think of themselves as self-sufficient and self-reliant individuals, capable of growing and contributing equally to the professional environment.
Equip them with what society and culture often fail to teach women growing up (especially in this region): a sense of control over their own lives, free from patriarchal influence.
When we, as a society, hold everyone—regardless of gender—to the same standards, responsibility, and rigor, that’s when we start talking about equal opportunities and force a much-needed change in the narrative.

What would be your two cents to women aspiring to be where you are today?

Be brave. Have the strength and courage of your own convictions, but be open-minded enough to reevaluate them constantly.
Don’t be afraid to be different. People, like brands, need to stand out. If you sound, dress, or live the same as everyone else, your chances of standing out are slimmer.
Be mindful of the society and culture you come from, but don’t be afraid to forge your own path and make your own choices—even if they differ from societal expectations.
Be single-minded. Be kind, authentic, genuine, and tenacious.

Do you perceive advertising/marketing to be an art or a science and why? It’s a blend of art and science. We rely on data and behavioral insights—the science—to understand our audience and their needs. Then, we use creativity and storytelling—the art—to turn that science into compelling messages that resonate personally and inspire action.

Do you believe that women in advertising/marketing bring something exclusive to the table as compared to men? Does gender in your opinion even play a role in driving innovation in this field of work? Of course, but I would frame it more broadly– it’s the variety in demographics, including gender, age, background, and experience, that brings true exclusivity to the table. Marketing thrives on understanding and connecting with diverse audiences. To do that effectively, we need diverse voices within our teams. When we embrace demographic diversity and the unique insights it brings, we’re better equipped to create work that truly resonates with and connects with our target audiences.

How do you suggest professionals in this field of work balance creativity with effectiveness? Balancing creativity and effectiveness is crucial for achieving impactful results in our field. It begins with a strong strategic foundation. We must clearly define our objectives: What are we trying to achieve? Then, we create a vivid picture of our target audience using data, research, and insights, which provides the framework for effectiveness. Once we have that solid base, we can unleash creativity. This data-informed approach empowers creatives to experiment and develop outstanding work that resonates with the target audience. It’s important to remember that data should guide, not dictate, creative decisions. As David Ogilvy said, “If it doesn’t sell, it isn’t creative.”

Have you ever felt like you’ve been discriminated for being a woman in your field of work? Early in my career, I did face challenges landing a job because of my gender. The industry was often viewed as incompatible with traditional expectations placed on women—marriage, motherhood, and even the ability to handle pressure. This led to limited female representation. I encountered blatant bias, including being told that a woman would never succeed or hold certain managerial positions. I distinctly remember one interviewer who said, “If we wanted to pay this much (despite being in line with market rates), we would hire a man.” These experiences were disheartening, but I refused to let them define me or my career. I reminded myself that these narrow views reflected the individual biases, not the industry’s potential. I sought out visionaries– those who valued talent over stereotypes– and I found them: incredible male allies who gave me opportunities and empowered me to succeed. I wouldn’t be where I am today without their support and their courage to challenge the status quo. Does this mean that today the industry is free of bias? Are all toxic voices silenced? Are all problems solved? I can say we’ve come a long way, but there is still work to be done.

Where do you think the region stands in empowering more women to embrace advertising/marketing and communications as a career? No one can doubt or deny the industry’s progress in terms of women’s inclusion within the communication sector. I’ve witnessed this evolution firsthand. We have achieved massive milestones with gender pay gaps, promotions, and dismantling other gender biases. However, our journey is far from over; there’s still room for improvement. It’s important to acknowledge that this is not a Middle Eastern or regional issue– it’s a global challenge requiring ongoing effort to ensure equal opportunity for women in every corner of the world. And to be clear, gender bias is not a gender war or fight for equality. It’s not about women asking for special privileges. It’s about recognizing that gender bias, whether conscious or unconscious, harms everyone. It prevents the communications industry from reaching its full potential. We need to adopt initiatives, programs and policies and even provide training to encourage open conversations about gender bias, driving positive change in the communications industry and beyond.

How do you maintain a work-life balance, especially in such a demanding industry? Work-life balance varies day by day. It ebbs and flows depending on project deadlines and what’s in the pipeline. While there’s no magic formula, I believe it’s crucial to be mindful and prioritize self-care, even during the busiest times. Taking short breaks throughout the day, setting realistic boundaries where possible, and scheduling time for activities I enjoy helps me recharge and avoid burnout. It’s about finding pockets of balance within the dynamism of work, rather than striving for a perfect 50/50 split.

How do you handle creative blocks or moments of doubt in your work? I pause, breathe, and step back. I take a walk, listen to music, or engage in any activity that allows me to completely detach from the task at hand. This mental break gives me the space to return for fresh perspectives and renewed focus.

Do you think that mentoring or supporting other women in this industry is crucial? Is it gender exclusive or not? Mentorship and support are absolutely crucial in our industry. While I believe women should absolutely champion and uplift each other, true progress requires allyship from everyone, regardless of gender. Mentorship and experience-sharing thrive on diverse perspectives. Leaders, both men and women, have a particular responsibility to use their influence and voices to advocate for inclusivity while providing mentorship and support. Ultimately, a culture of mentorship and support benefits everyone. It fosters a more diverse and innovative industry, where all voices are valued and empowered to succeed.

Assad observed that many tech companies in the region implemented one-dimensional marketing strategies, overlooking the people they were trying to reach. She recognized the gap between technology and meaningful user experiences and sought to fill it. This led to the creation of The Marketing Boutique (TMB), a company dedicated to bridging that gap by offering personalized and impactful marketing solutions that go beyond standard advertising.

Leading the Way with Human-Centered Marketing

As the founder of TMB, her role goes far beyond the typical agency leadership. She sees herself as a crucial connector between cutting-edge technology and human-centered marketing. Her work integrates advanced tools such as AI, data analytics, and digital insights into strategic marketing initiatives. This allows brands to not only connect more deeply with their audiences but also sets a new standard for marketing by making it both data-driven and empathetic.

Assaad has transformed the traditional agency-client model into strategic partnerships, encouraging companies to prioritize innovation that resonates with people, rather than solely focusing on technological advancements. Her goal is to push for solutions that combine the technical aspects of technology with meaningful user experiences, improving both businesses and the lives of their customers.

Innovative Strategies Driving Growth

At The Marketing Boutique, Assaad and her team have introduced several innovative strategies that differentiate them from traditional marketing agencies. One of the key innovations is their approach to strategic partnerships. TMB immerses itself in the client’s world, understanding their vision, challenges, and market position. It’s not just about branding and advertising; it’s about blending technology with human-centered marketing to build meaningful connections and drive long-term growth.

By leveraging data analytics, AI-driven insights, and digital tools, TMB crafts tailored marketing strategies that are both personalized and impactful. A prime example of this is a custom analytics dashboard they developed for a tech client. This dashboard provided real-time insights into customer behavior, enabling TMB to adjust campaigns on the fly and optimize performance continuously. This data-driven approach helps their clients connect more meaningfully with their target market, giving them a significant competitive edge.

An additional standout feature of TMB’s is regional storytelling, using narrative-driven marketing to build authentic connections and showcase how technology enhances everyday life. This strategy helps brands become integral to their customers’ lives, fostering loyalty and lasting connections.

Tackling Marketing Challenges in the Region

The Middle Eastern tech landscape is highly distinctive, characterized by diverse market dynamics and cultural nuances that vary significantly between countries. Assad highlights that many companies mistakenly adopt a one-size-fits-all marketing strategy, which often results in a disconnect with local audiences. At TMB, they take a more tailored approach, delving into cultural behaviors and preferences to ensure their campaigns resonate on a personal level with their target audience.

Another major challenge for tech companies is keeping pace with the rapid evolution of digital technologies. Many struggle to stay ahead of emerging innovations. TMB addresses this by helping clients anticipate future trends, leveraging AI and analytics to predict market shifts and adjust strategies accordingly. This proactive approach positions TMB’s clients as leaders in the digital space, rather than followers.

Staying Ahead in an Evolving Industry

In the fast-paced world of technology, staying up to date with new advancements is crucial. Assad places a high priority on continuous learning, engaging with industry research, attending conferences, and keeping up with thought leaders in the field. She relies on resources like webinars, tech journals, and platforms like LinkedIn Learning to stay sharp. Moreover, she encourages her team at TMB to adopt a culture of learning, where they regularly share insights and experiment with new tools, ensuring that they remain at the forefront of tech-driven marketing.

Balancing Technical Expertise with Strategic Vision

One of Assaad’s key strengths is balancing the technical and strategic aspects of her role. At TMB, collaboration is key. She brings together teams with varied expertise—data scientists, creative strategists, and technical specialists—to ensure that every project is not only technically sound but also aligned with broader business goals. This collaborative approach allows them to translate complex tech concepts into actionable marketing strategies.

Essential skills for success in the tech industry, according to Assaad, include adaptability, continuous learning, an innovative mindset, and strong communication. Her passion for marketing in tech stems from a belief that technology should enhance human connection, not replace it.

A Strategic Approach to Innovation

Innovation isn’t just about the latest technology, it’s about thinking strategically to achieve impactful results. One of Assaad’s proudest achievements is helping multinational and local start-up companies scale within the region. The Marketing Boutique has helped clients successfully enter and expand in the Gulf region by positioning their brands authentically within local markets. Beyond adapting campaigns, they tailor messaging to align with cultural values, leveraging regional expertise to elevate brands.

This approach has fueled significant growth, proving that innovation isn’t just about tech solutions—it’s about combining strategy, market insights, and cultural relevance to drive business success.

The Future of Tech Marketing

Looking ahead, Assad envisions a future where tech marketing is defined by deeper personalization, strategic partnerships, and a strong alignment between technology and human-centric values. As digital transformation continues, tech companies have an incredible opportunity to redefine how they connect with their audiences—not just through advanced tools but through personalized experiences that resonate on a deeper level.

At TMB, they push boundaries by integrating emerging technologies like predictive analytics and AI to foster deeper connections between brands and their audiences. Furthermore, they are redefining the traditional agency-client dynamic, focusing on strategic partnerships where their success is directly tied to the long-term achievements of their clients.

The Importance of Mentorship and Empowering Women in Tech

Mentorship has played a pivotal role in Assad’s career, and she is deeply committed to giving back by mentoring young professionals, especially women in tech. At TMB, they have established mentorship programs that focus on career development, leadership skills, and navigating the tech industry. By showcasing the dynamic potential of the tech industry and its connection with creativity, TMB hopes to inspire the next generation of tech leaders.

As a woman in tech, Assad has faced her share of challenges, from subtle biases to being underestimated. These experiences have shaped her approach to leadership and mentorship, driving her to create inclusive environments that empower others to grow. She believes that women bring a unique blend of empathy, collaboration, and diverse perspectives, which are essential to driving thoughtful and impactful innovations in the tech industry.

Final Thoughts: Advice for Young Women in Tech

Be fearless, stay curious, and seek out mentors who can guide and inspire you.

The industry needs diverse voices and perspectives. She encourages women to embrace challenges as opportunities to learn and grow, seek out mentors, and always believe in their value. The future of technology, according to Assad, will be shaped by those who combine creativity, resilience, and a deep understanding of human connection—qualities that women can uniquely bring to the table.

Through The Marketing Boutique, Nancy Assad continues to lead the way in redefining tech marketing, ensuring that technology and human connection go hand in hand in shaping a more innovative and inclusive future.

What inspired you to pursue a career in PR?
I chose to major in Public Relations at the American University of Science and Technology in Beirut. I was drawn to this field because it offered a promising career and aligned with an emerging market at the time. I wanted a profession where I could express my creativity, connect with others, and build a network. Additionally, my sister was studying journalism, which further inspired me to pursue a path in Communication Arts.

Can you tell us exactly what it is that you do in your current role?
I lead a department at Cheil MEA, managing multiple accounts across the retail, tech, and luxury industries. In my role, I act as a director, partner, mentor, and consultant. Over the years, I’ve noticed a shift in the agency-client relationship. Agencies are now more involved in setting marketing goals, driving demand, and offering strategic guidance, rather than just responding to briefs and creating concepts. We work closely with clients to understand their businesses and audiences, allowing us to design campaigns that meet their objectives. My responsibilities include developing marketing strategies, managing client communications, leading business initiatives, and overseeing campaign executions. I also mentor a team of five, focusing on their professional growth and career development.

Do you perceive PR to be an art or a science, and why?
I used to view advertising as a blend of art and science, where creativity and data-driven strategies worked together. However, with recent economic changes and the increasing pressure on brands to drive sales, the focus has shifted from creativity toward more tactical, data-driven approaches. Today, brands often prioritize hard-sell messages over creative ideas, especially as digital platforms become increasingly saturated with content. While OOH advertising once played a significant role in brand storytelling, I still believe that true creativity remains inherently human, even with the rise of AI. It’s the ability to analyze insights and craft meaningful communications that sets creative work apart.

Do you believe that women in advertising/marketing bring something exclusive to the table compared to men? Does gender, in your opinion, play a role in driving innovation in this field?
I don’t believe gender impacts innovation and creativity—great ideas hold value regardless of who they come from. That said, women bring unique and valuable qualities to advertising, often demonstrating exceptional strength, dedication, and superior communication skills. These traits, along with their artistic vision, enhance the creative process and improve relationships and overall campaign effectiveness. While creativity isn’t gender-specific, the qualities women contribute can elevate the impact of creative work.

How do you suggest professionals in this field balance creativity with effectiveness?
In my view, a successful campaign combines creativity with effectiveness. It works best when it connects with consumers in a way that speaks their language and matches their interests. To balance creativity and effectiveness, it’s crucial to understand both business needs and consumer expectations, using the right channels to reach them. Timing, placement, and messaging are essential to ensure a brand delivers the right message while blending creativity with impactful results.

Have you ever felt discriminated against for being a woman in your field?
I haven’t encountered discrimination in my field. Being in a country and company with strong protections for rights and strict anti-discrimination policies, I feel secure in my job. I also believe we’re living in an era where human rights and laws have advanced significantly. Discrimination based on gender, whether against men or women, should no longer be acceptable.

Where do you think the region stands in empowering more women to embrace advertising, marketing, and communications as a career?
The region has made significant progress in empowering women and encouraging their involvement across all professions, not just in advertising. I feel fortunate to be in the UAE, where women’s achievements are actively supported and recognized. This growing recognition of women’s skills and contributions is helping to create a more inclusive society.

Can you share a campaign or project you are particularly proud of, and why does it stand out to you?
I recently led a comprehensive pitch that covered all areas of marketing, PR, social media, experiential, events, and media. Although the project was based in Asia rather than our region, it required close coordination with our offices there and various vendors. The main challenge was connecting a Middle Eastern brand with a Chinese audience. Despite the difficulties of navigating an unfamiliar market, my team and I successfully developed and delivered a thorough presentation, securing the pitch.

How do you maintain a work-life balance, especially in such a demanding industry?
Maintaining work-life balance requires effort, dedication, and organization. Balancing two demanding areas can be challenging, but I’ve learned the importance of keeping personal issues separate from work and vice versa. I’m also deeply thankful for my husband, who supports and empowers me. He celebrates my achievements and helps with both my career and family responsibilities. His support gives me a sense of security and motivates me to continue succeeding in my career.

Can you discuss a time when you had to make a difficult decision in your career, and what was the outcome?
One of the hardest decisions I made was accepting a new job for a higher salary, which I later realized was a mistake. I knew the new position wasn’t the right fit for me, but I was tempted by the compensation. I’ve since learned that job satisfaction is about more than just salary—it’s about finding a role that aligns with your career goals, provides stability, and supports professional growth. While compensation is important, it shouldn’t be the sole factor driving your career decisions.

How do you handle creative blocks or moments of doubt in your work?
I’ve faced creative blocks many times throughout my career. In my experience, the best way to overcome them is to take a break. Time away helps me come back with a fresh perspective. When we spend too much time on the same project, we can miss new angles. It’s also helpful to get feedback from colleagues—they might offer insights or ideas that hadn’t occurred to me.

Do you think mentoring or supporting other women in the industry is crucial? Is it gender-exclusive?
Mentoring and supporting each other is vital, especially for women in the industry. Advertising and client relations can be challenging, and without confidence and the freedom to speak up, it can get tough. We need to acknowledge that we’re all facing similar challenges, and by supporting one another, we can build a healthier, more collaborative community. In my team, I focus on actively listening to their perspectives, empowering them to share their ideas freely, and encouraging them to tackle challenges with confidence. I see difficult situations not as obstacles, but as valuable opportunities for learning and growth.

How did you find your calling in the depths of creativity?
I probably decided I was going to be a creative as soon as I learned to form sentences. Listening to bedtime stories was my favorite time of day, and I never had the patience to wait for someone to tell me one. So, I started imagining stories and narrating them out loud until I fell asleep. Thirty years later, I’m still doing the same thing, just with a bigger audience.

Can you tell us exactly what it is you do in your current role?
As a Creative Director, I work with a team of art directors, designers, and copywriters to translate clients’ briefs into creative campaigns that persuade people to buy into an idea or product. We blend imaginations with strong insights, detailed strategy, and craft to create work that resonates with people.

Research shows how gender could play a part in shaping personality influenced creativity. Do you think women contribute differently to the creative industry than men? If so, how?
A creative mind is formed from experiences, memories, and exposure to cultural and creative work. Of course, being a woman impacts who I am as a person, so it also impacts who I am as a creative. But unlike sports, for example, the creative field is one where everyone can contribute equally. Good ideas and impressive craftsmanship can come from anyone. However, this doesn’t mean the industry perceives genders equally.

What do you think are the key qualities or skills that have contributed to your success in the creative industry?
Understanding human behavior and uncovering the right insights have helped make my work relevant to people. When paired with creative skills, the work becomes meaningful and relatable. It doesn’t have to change the world, but it can at least bring a smile to someone’s face.

In what ways do you think the creative landscape in the MENA region is unique, and how do you incorporate regional influences into your work?
In the MENA region, people are exposed to much more than just their own culture; they’re influenced by everything around them, including global and Western cultures. This blend is what makes the creative landscape unique. You might hear someone referencing a popular Egyptian song, a scene from Friends, a manga character, and a European tradition—all in one brainstorming session. In our work, we must stay true to that mix—true to how we speak, think, dress, eat, and socialize. Incorporating cultural influence isn’t just a choice; it’s the brief itself.

What are some of the biggest challenges you have faced as a woman in the creative industry, and how have you overcome them?
In our region, like many others, the industry is mostly run by middle-aged men. I’ve been fortunate to work with some who are happy to listen to and believe in younger women, but unfortunately, most still tend to prioritize voices to their own. So, I’ve always needed to make sure my voice is heard; it was never a given. Though I’ve worked alongside incredible women creatives, only a few held high-level positions. This isn’t just a challenge to overcome—it’s something that needs to change entirely.

What role do you think culture plays in your creative process and the stories you tell through your work?
Culture and creativity are extremely interlinked. In our industry, the term “cultural relevance” is a term used constantly to ensure that what we create resonates with the local audience. I believe there’s nothing more bland than generic content that avoids cultural depictions or notions in an attempt to appeal to everyone. Culture is a major part of who we are, and if we don’t depict that in the content we create, we’re not connecting with what makes people human.

Do you think that amateur women entering this field of work need mentorship, or is this industry best embraced by self-taught professionals?
It takes a combination of both. Working in the creative industry requires more than a great imagination; it demands skills like art direction, design, and copywriting, which need to be taught and practiced. Mentorship will guide a new joiner to find her way in the industry, discover more about what she can do, and identify what she would excel at—even if that means moving between departments to find the best fit.

What would be your two cents to women aspiring to be where you’re at today?
It may look like fun, but it’s not easy. So, when things get tough, always remind yourself of the perks and never take things personally.

Since 1959, Barbie has stood as a symbol of empowerment, imagination, and limitless possibilities. The ‘My Barbie Story’ book invited friends from around the world to look back and share their own Barbie stories.

‘My Barbie Story’ includes personal anecdotes from beloved celebrities such as Laila Loves, Dame Helen Mirren, Claudia Schiffer, Adwoa Aboah, Sharon Rooney, Samantha Cristoforetti, Sümeyye Boyacı, Richard Quinn, Michael Halpern, Susana Rodriguez and Asma Khan, sharing how Barbie has influenced their lives and careers. Their inspiring tales highlight Barbie’s enduring impact across generations and industries from arts, sports, STEM and so much more.

Krista Berger, Senior Vice President of Barbie and Global Head of Dolls at Mattel adds "As we celebrate the 65th anniversary of Barbie, 'My Barbie Story' honours the dreams and limitless possibilities Barbie has inspired across generations. This collection of personal reflections highlights the unique bond people share with Barbie—a symbol of self-expression and reminder that you can be anything. With proceeds supporting UN Women, we continue our mission to empower girls everywhere to believe in their limitless potential. Now, we invite you to share your own Barbie story and join us in celebrating her enduring legacy.”

The brand's 65th anniversary is more than looking back on how Barbie has impacted culture; it’s about shaping the future. As part of the Barbie Dream Gap Project, all proceeds from this book will be donated to UN Women UK, a force dedicated to gender equality and the empowerment of women. The Mattel Children’s Foundation will also contribute towards the donation. The Barbie Dream Gap Project is the brand’s global mission dedicated to helping close the gaps that hold girls back from reaching their full potential.

UN Women UK is a National Committee of UN Women, the United Nations entity dedicated to gender equality and the empowerment of women and girls. As part of the global UN Women movement, UN Women UK works to create a world where all women and girls can achieve their full potential. We collaborate with governments, civil society, businesses, and individuals to advocate for women's rights and gender equality, while driving meaningful change on key issues such as violence against women, economic empowerment, and leadership.

“We are proud to bring our Play it Forward initiatives to life through this project to stand with UN Women UK to foster gender equality and create a more equitable future for all,” remarked Nancy Molenda, Vice President of Global Corporate Events & Philanthropy. “Together, we hope to turn our shared values into impactful actions in the communities where we live, work and play”.

Tabitha Morton, Executive Director UN Women UK adds "UN Women is committed to gender equality and empowering all women, so joining this moment with the Barbie brand—whose legacy also centres on empowerment and inspiring generations—is truly exciting. Through this book and its stories, we aim to ensure every woman and girl has access to safety, choice and a voice through our UN Women programs worldwide.

The book will be available for purchase online starting November 11th, 2024. Barbie is encouraging fans to share their own Barbie stories across social platforms using the hashtag #mybarbiestory.